旅遊廣告訴求與元素搭配對觀光意象與造訪意願之影響

The Impact of Tourism Advertising Appeals and Element Combinations on Tourism Image and Intention to Visit

成功的旅遊廣告除須有良好的訴求內容外，亦須搭配合適的設計元素與視覺刺激，本研究利用解釋水平理論探討不同廣告訴求（轉形性vs.資訊性）如何搭配廣告元素（文案字體、景點圖片溫度）以更有效觸動消費者內心的觀光意象，進而影響造訪意願。三個實驗結果發現：轉形性（vs.資訊性）廣告訴求能更有效地喚起消費者對旅遊目的地的正面觀光意象，進而提升造訪意願，且當文案採用機器字體時可強化轉形性訴求對認知層面觀光意象的影響，亦可提升造訪意願；而冷（vs.熱）景點圖片搭配時，較能強化轉形性廣告訴求對情感層面觀光意象之作用，同時產生更高的造訪意願。本文除為旅遊廣告研究與解釋水平理論帶來貢獻，亦提供相關廣告操作實務建議予觀光業者。

Effective tourism advertisements require not only compelling content but also well-crafted design elements accompanied by visual stimuli. Drawing upon the construal level theory, this study examines how different advertising appeals (transformational vs. informational) are paired with advertising elements (advertising copy typefaces and the temperature of destination images) to evoke consumers’internalized tourism image effectively, consequently influencing their intention to visit. The results of three experiments reveal that transformational (vs. informational) advertising appeals more effectively evoke a positive tourism image in consumers’minds, thereby increasing their intention to visit. The use of machine typefaces strengthens the impact of transformational appeals on the cognitive aspect of tourism image, resulting in a higher intention to visit. Additionally, pairing cold (vs. warm) destination images with transformational appeals enhances their effects on the emotional aspect of tourism image, yielding a higher intention to visit. This study not only contributes to tourism advertising research and the construal level theory but also offers recommendations to tourism practitioners on achieving optimal advertising effects through diverse combinations of advertising elements.